CHEFS ARE ON SOCIAL MEDIA.

THE SOCIALSIDE OF FOOD

2016 INDUSTRY REPORT

We know that chefs are on social media, but times are a-changin’ fast. We talked to chefs across the industry to report back on the very latest news, views and habits....

2 © William Murray. The Social Side of Food Survey

GOOD REVIEWS= MORE VISITS= MORE SALES

THE GOOD NEWS...WHAT’S

THE#STORY?WE WERE HUNGRY TO FIND OUT JUST HOW MUCH TIMES HAVE CHANGED WHEN IT COMES TO CHEFS USING SOCIAL MEDIA...

So we decided to ask them. The

results are in, and we hope they’ll not

only inform your social media strategy

on the best ways to engage and

LQȵXHQFH�FKHIV��EXW�ZLOO�DOVR�SURYLGH�D�glimpse into what the future holds.

Hungry for more? Then read on…

1/3 ARE SEEKING SUPPLIERS ONLINE.

OVER HALF ARE HUNGRY FOR VIDEO CONTENT.

THEY’RE PAYING ATTENTION TO PHOTOS, HASHTAGS AND TO TRENDS.

WHO...chefs aross a

range of sectors200+

KDYH�D�EXVLQHVV�VRFLDO�media account77%KDYH�EX\LQJresponsibilities86%

with responsibility for

social media1/3

�������)RU�PH�D�JRRG�VXSSOLHU�ZLOO�KDYH�D�VRFLDO�PHGLD�DFFRXQW�WKDW�LV�LPDJH�OHG��Ζ�ORYH�WR�look at pictures of the produce that I’m

looking to purchase and if their site is

really well put together it will draw me in

immediately.

Mark Sargeant

Chef proprietor of Rocksalt restaurant and bar in Folkestone, which celebrates the ȴQHVW�ORFDO�SURGXFH��WKH�EHVW�RI�WKH�

British Isles

“ “CHEFS USE SOCIAL MEDIA TO INCREASE...

46% 52% 86%POSITIVEREVIEWSFOOTFALLSALES

98%OF CHEFS SEETHE VALUE OFSOCIAL MEDIA

© William Murray. The Social Side of Food Survey

4 © William Murray. The Social Side of Food Survey

WHAT IT ALL MEANS...

WE’RE SEEING A MAJOR SHIFT IN CHEF ACCEPTANCE OF SOCIAL MEDIA

CHANNEL USE IS FRAGMENTED

7RGD\��FKHIV�YLHZ�VRFLDO�PHGLD�DV�D�YDOXDEOH�WRRO�Ȃ�D�ZLQGRZ�WR�WKH�ZRUOG�VR�WKH\�FDQ�NHHS�WDEV�RQ�WUHQGV��LQQRYDWLRQV�and consumer sentiment. In fact, some 83% of chefs are now

LQ�IDYRXU�RI�FRQVXPHUV�XVLQJ�VPDUWSKRQHV�IRU�SKRWRV�RU�UHYLHZV�Ȃ�D�ELJ�VWHS�RQ�IURP�MXVW�D�IHZ�\HDUV�HDUOLHU��

&RPSDQLHV�LQ�WKH�IRRGVHUYLFH�LQGXVWU\�KDYH�DQ�RSSRUWXQLW\�WR�GHOLYHU�YDOXH�WR�FKHIV�LQ�the form of content. Content that informs

DQG�HPSRZHUV�FKHIV�VR�WKH\�FDQ�GULYH�DOO�LPSRUWDQW�UHYLHZV��IRRWIDOO�DQG�VDOHV�

But if only harnessing social media was as simple as posting

an update and waiting for the phone to ring. As our research

shows…

So you need to really understand your chefs and where

WKH\�JR�VR�\RX�FDQ�VSUHDG�\RXU�PHVVDJH�HHFWLYHO\��